Why Your Hotel’s Google Business Profile is a Revenue Driver
Google Business Profile (GBP) is no longer just a digital listing — it’s the frontline of your online presence. Before potential guests even visit your website, they’re judging your hotel by what they see on Google. An expertly optimised GBP strengthens visibility in competitive “near me” searches, builds trust, and drives direct bookings, helping you reduce reliance on OTAs.
Moving Beyond the Basics of Google Business Profile
Many hotels claim and populate their GBP with basic information, but that’s not enough to secure a competitive advantage. Going beyond the basics with advanced optimisation will position your property ahead of local competitors.
1. Showcase Hotel Attributes with Precision
Google allows you to highlight a wide range of hotel attributes, from pet‑friendly facilities and spa access to EV charging points and conference rooms. Keeping these updated ensures your hotel surfaces in filtered searches (e.g., “hotels with spa near me”). It’s a detail that directly influences booking decisions.
For insight into how attributes drive visibility, explore Formula’s services overview.
2. Optimise Descriptions with Local Keywords
Write your business description for humans first, but naturally integrate local SEO keywords such as “luxury hotel near Covent Garden” or “family‑friendly Manchester city centre hotel”. This aligns your GBP with both user intent and Google’s ranking signals.
3. Keep Photography Current and High-Impact
Guests rely on visuals to make decisions. Upload professional, seasonal images of rooms, dining, and guest experiences. A refreshed photo gallery signals that your hotel is active and attentive, improving engagement rates.
4. Turn Reviews into Local SEO Gold
Reviews double as both trust signals and keyword-rich content. Respond to all reviews in a professional, brand-consistent tone. Encourage guests to reference location-specific details (e.g., “Perfect stay at this Edinburgh Old Town hotel”). This builds both credibility and search visibility.
For official guidance on managing customer reviews, see Google’s review management documentation.
5. Use Google Posts to Highlight Offers & Events
GBP Posts act as free, in-search adverts. Share seasonal packages, dining events, or last-minute deals directly on your profile. When used consistently, they can drive higher click-through rates and feed bookings to your direct channels.
6. Leverage Insights to Refine Your Strategy
The GBP Insights dashboard reveals where searches originate, which photos attract attention, and what actions (calls, directions, bookings) users take. Reviewing these metrics regularly ensures your optimisation evolves with traveller behaviour.
Advanced Local SEO Tactics for Hotels
Use Structured Data & Schema
Schema markup on your hotel’s website helps Google cross-reference details with your GBP, reinforcing trust and improving local rankings. For Google’s official structured data guide for hotels.
Build Authority Through Q&A
Seed your GBP Q&A with common guest queries such as “Is parking free?” or “Do you offer airport transfers?”. Well-crafted, keyword-rich answers enhance usability and visibility.
Benchmark Against Competitors
Regularly monitor competitor GBPs. Identify gaps such as poor photography or incomplete attributes, then outperform them by providing richer and more precise information.
Conclusion: Turning Your GBP into a Direct Booking Engine
Your Google Business Profile is more than an online directory listing — it’s a dynamic revenue tool. By refining attributes, integrating local keywords, maintaining visual appeal, leveraging reviews, and deploying advanced tactics like schema, you can convert Google searchers directly into paying guests.
Partner with Formula to unlock your hotel’s full local SEO potential. Discover our specialised hotel SEO services here.
